Political marketing through peripheral route

Political marketing through peripheral route. By Dr. Sohail Ansari

Conceived and worded by DR Sohail Ansari (originality of concepts and originality of words).

He believes that there can never be a zero scope for improvement and appreciates criticism if it is not for the sake of criticism.

Political marketing through peripheral route

·       Peripheral cue directs the extent of information processing through the use of the ‘saints, prophets, icons are always right’ heuristic and thus is a shortcut to persuasion. As audience do not cognitively process the merits of the message if source is perceived to be credible; therefore, any message can gain currency if linkage is established because source expertise can either serve as an argument or as a biasing factor. 

Political marketing consultant fabricates message (for literally putting his words into somebody’s mouth) and links to the credible source: false attribution of concocted words.  Political marketing consultant uses the original words of B and links them to A especially in case when A would not have been expected to say them: false attribution of words. Political marketing consultant having done a significant pruning directs the words to the source: right attribution of words significantly diluted of substance. Political marketing consultant reproduces the original with the deliberate disregard to its context and links to the source so audience can not have the contextual understanding and message automatically becomes susceptible of various interpretations.

Internalization has the ripple effects as every individual has his own sphere of influence and every individual n his capacity is the opinion leader. Actions are the outgrowth of beliefs one internalizes; the unity of belief is the unity of action; however the society whose members imbibe diverse influences is always riven by schism.  

Political marketing consultant by the use of preexisting ideas and superficial qualities creates the intellectual anarchy, mental mayhem and dissension, creating the division of opinions when nation needs to mount a united front.